Australian social media marketing start-up Stackla knew it had moved into Facebook's crosshairs when its name started appearing in US trade articles about companies that were breaking rules about the proper use of users' data last month.

In the post-Cambridge Analytica era, Facebook is making a concerted push to show regulators and users of both its eponymous platform and Instagram, that it is doing all it can to stamp out the bad actors who scrape and sell personal user data for profit, political and even academic purposes.